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Framing Effect

What is the Framing Effect?

This principle states that decisions are influenced by the way information is shown. Depending on what features are highlighted, the same information can be more or less attractive. 

The Framing Effect in the real world

For example, a study was conducted to see if framing cancer treatments using Loss Aversion could improve surgery opt-in rates. The research team hypothesized that opt-in rates were related to how the options were framed.

To test this hypothesis, doctors presented patients with two options. Each framed surgery as a potential gain or a possible loss — the results were staggering.

  • Surgery framed as a gain: “The one-month survival rate of surgery is 90%.”
  • Surgery framed as a loss: “There is a 10% chance of death in the month post-surgery.”

When framed as a gain, 84% of people chose surgery. But when framed as a loss, only 50% opted in. This simple reframing of the same information increased surgery opt-ins by 54%.

Example Vault: Framing Effect

Framing Effect: Walmart+
Framing Effect: Ford Trucks